New Trends In Marketing Field, Megamarketing ,Mass Marketing, Demarketing, Viral Marketing, Word of mouth marketing, WOMM, Markekting -Trends & Innovations

1. INNOVATIONS IN
MARKETING
KRISHNA RAJ N S
MBA ABM
KERALA AGRICULTURAL UNIVERSITY

2. “ Companies must pay attention to the fact that
customers are getting more educated and have
better tools to buy with more discrimination.
Customer is the king ”
- Philip Kotler
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3. WHAT IS MARKETING ?
According to Philip Kotler (Marketing Expert)
Marketing is the art and science of exploring ,
creating and delivering value to satisfy the
needs of a target market at a profit
Marketing identifies unfulfilled needs and
desires and then treat them with appropriate
solutions
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4. WHAT IS INNOVATION ?
Turning an idea into a solution that adds value from
a customer’s perspective
-Nick Skillicorn (Innovation expert)
Introduction of new products and services that add
value to the organization
-Kevin McFarthing (Innovation consultant)
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5. INNOVATIONS
IN FIELD OF MARKETING
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6. INNOVATIONS
IN FIELD OF MARKETING (Cntd. )
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7. OPPOSITE OF MARKETING= DEMARKETING
DEMARKETING (REVERSE MARKETING)
Demarketing is a situation which may come about as a
result of temporary shortages occasioned by short term
excess demand for a company's products
-Kotler and Levy
It concerned with finding ways to reduce the
demand temporarily or permanently
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8. EXAMPLES
TATA NANO :
When demand of Nano exceeded supply, TATA
started marketing their other products and completely
stopped promotion of NANO cars
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9. EXAMPLES
Ad Campaigns against smoking / Water Spoilage
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10. META MARKETING
Term coined by E.J.Kelly (Mediator with Hopkins & Huebner)
“Synthesis of all managerial, traditional ,
scientific, social and historical foundations
of marketing”
Meta Marketing brings all buyers and
sellers in one place for one purpose
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11. EXAMPLES
Purchase of some products necessitates other purchases
New automobile market, where buying a new car,
calls for the purchase of insurance, getting a loan
from the bank
Other e.g.
• Wedding
• Buying a home
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12. MASS MARKETING
A marketing strategy in which a firm decided to
ignore market segment differences and appeal the
whole market with one offer or one strategy
Producing the same product for all the customers
(Opposite to differentiated/ segmented marketing)
OPPOSITE OF SEGMENTEDMARKETING= MASSMARKETING
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13. • A nationwide advertisement in TV
• Advertisements of FMCG products
EXAMPLES
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14. A marketing strategy required when it is
necessary to manage the firms external
environment (Govt. , Media, Pressure
Groups etc.)
It requires public relations an power
MEGA MARKETING
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15. PEPSI’s entry to Indian market
First they faced a lot of objections (From Govt.
& other sources)
But they helped the country in many ways (rural
development, contribution to agricultural research etc.)
that facilitated its Indian market entry.
EXAMPLES
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16. It occurs usually between companies
When companies agree to market each other’s
products or services
Or
when a company does something free for customers
and a percentage of these customers reciprocate by
buying from that company
RECIPROCAL MARKETING
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17. Showing ads while watching free videos in YouTube
Giving free trials of products to promote buying them
EXAMPLES
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18. The process of developing a themed exhibit ,
display or presentation to promote a product,
service, cause or organization leveraging in-
person engagement.
Objective : Convert any event that has mass
appeal into a marketing tool
EVENT MARKETING
( AMBUSH MARKETING)
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19. • PUSHKAR MELA –RAJASTHAN
• THRISSUR POORAM EXHIBITION
• SPONSORING A WORLD CUP TOURNAMENT ( e.g. VIVO IPL )
EXAMPLES
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20. A strategy in which marketer provides a
product with an envelope of service
Objective: Increase value to the product for winning
customers loyalty
E.g.
Aqua guard provides a water purifying machine with
service every 6 months.
 Customer service facility ( 24X7 helplines)
MORPH MARKETING
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21. An advertisement strategy that promotes
products or services in an unconventional
way with a little budget to spend
The activities are done exclusory on the streets or
other public places, with maximum people access so
as to attract bigger audience at low cost
GUERRILLA MARKETING
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22. • FLASH MOBS
• PUBLICITY STUNTS
• TREASURE HUNTS
EXAMPLES
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23. Oral or written recommendation / discouragement by
a satisfied/ dissatisfied customer to the prospective
customer of a product / service
WORD OF MOUTH MARKETING
(WOMM)
Most valuable form of marketing
Cheapest form of marketing
Long term effect
Trust based
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24. A method of marketing whereby consumers are
encouraged to share information about a company's
products or services over internet
It utilizes social media, text media and other e-services like email
to spread information abut a product or service
VIRAL MARKETING
Internet version of WOMM
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25. THANK YOU
FOR YOUR
ATTENTION 
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